2024 Winner

KFC’s old fries were universally disliked in Canada, with the majority of consumers expressing a disdain for them due to blandness and sogginess. Rather than avoiding this criticism, KFC embraced it by organizing the “Fry Funeral” before
launching a new recipe.

The campaign, by Courage, marked the end of the old fries and the introduction of new, improved ones. The funeral, held at a real funeral home in Toronto, featured a “Fry Coffin” and a live-streamed eulogy on social media. A KFC-branded hearse toured Toronto’s major hubs, ending at the funeral home. Bite-sized TikTok content promoted the transition from old to new seasoned fries, engaging customers in the process. The campaign led to more than 22 million views on TikTok, 3.7 billion impressions, 8.6% lift in sales and a 300% increase in brand love on social media.

Credits

Agency: Courage
Founder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, CSO: Tom Kenny
Partner, President: Niki Sahni
Writer: Matt Miller
Art Director: Tommy Yong
Group Account Director: Alex Karayannides
Account Supervisor: Atria Ghosh
Account Coordinator: Chloe Chan
Senior Strategist: Lyndsey Westfall
Executive Producer: Clair Galea
Producer: Katie Fowler

FRENCH
CD, Writer: André Paradis
CD, Writer: Alain Forget
Group Account Director: Nicole De Ravel

Client: KFC
Chief Marketing Officer: Katherine Bond-Debicki
Marketing Director: Azim Akhtar
Marketing Manager: Laura Mallozzi
Senior Manager: Lauren Pottie
Social Media & Partnership Specialist: Salina Ratanji
Telly Carayannakis: Performance Marketing Director

Production: Spy Films
Director, Production Designer: Hope Little
Executive Producer: Marcus Trulli
DP: John Ker
Assistant Director: Jeffery Cowan
Line Producer: Mollie Rolfe
Production Manager: Steven Goetz
Coordinator: Leah Munro

Offline: Nimiopere
Editor: Nick Yumul
Assistant Editor: Parnika Raj
Executive Producer: Julie Axell

Transfer: Studio Feather
Colourist: Ana Escorse
Colour Assist: Ebi Agbeyegbe
Executive Producer: Chantelle Blagrove

Online: Alter Ego
Senior VFX Artist: Joel Osis
VFX Assistant: Saba Zahir
Producer: Andrew Tavares
Executive Producer - Hilda Pereira

Audio: Vapor Music
Creative Director: Ethan Myers
Sound Engineer: Julian Rudd
Sound Design: Dave Worthen
Producer: Kat Stewart

Casting: Mann Casting
Casting Director: Steven Mann
Casting Director: Sarah Sheps
Casting Associate: Andy Reid

Media Partner: Wavemaker